At our recent Opulence business intensive, I spoke with a client who had turned OFF their marketing.
They were at capacity with clients. They actually had a wait list.
From a marketing perspective, they thought they were golden.
And in some ways they were.
But as I told them, marketing your business isn’t just about generating leads.
It’s also about attracting good talent.
Anyone who has ever tried to build a team understands the absolute hassle it can be.
Sifting through the endless resumes… trying to find someone who is a match for your business, with the skills and attitude you need… it can feel like a futile exercise.
Then there’s the onslaught of phone calls, organising meetings, drowning in paperwork…
Hell, a lot of people don’t even bother to show up for their interview!
If you actually make it far enough to find someone that *might* be suitable, you’ve got trial runs, preliminary training, a bunch of admin stuff… and they might not even work out!
Recruiting is expensive. It’s time consuming. I get a migraine just thinking about it.
Imagine instead having people approach YOU to work.
People who have seen your business around, are skilled at what they do, and are excited about contributing to the growth of your business.
That’s what ongoing content marketing can deliver.
The thing is, the quality of your team has a direct effect on your success in business.
That’s why big companies spend millions of dollars recruiting high-performers.
It’s why they have headhunters constantly on the lookout for talented people.
But for a small to medium business, there’s just no money to hire expensive headhunters or run big ad campaigns.
That’s why lots of businesses are using content marketing to attract future employees - highly skilled and creative team members who can jump in and help bring the business to even higher levels.
Here’s a few ideas to help you attract talent organically through clever marketing -
Identify your ideal employees. I’m not just talking about skills - I’m talking about people who are a cultural fit for your business.
What personal qualities do they have? What are their professional goals?
Develop an avatar of them (just like you do for your ideal customers) so you start to understand what motivates them.What do they need to know about your company to attract them to it?
Create a ‘work with us’ page on your website that is easy to find, and clearly outlines the perks of working with you.
When I say perks, I’m not talking about a ping pong table and Friday night drinks (especially if you have a remote team like mine). I’m talking about career advancement, training, support… showing them you’re committed to their success too.
Create content that is geared towards building authority for your brand. Put it on social channels where your ideal employees hang out. Work with influencers they admire. Put your business in front of them, and show them where to get more information!
This means putting the brand out there by creating a number of different styles and types of content that can be seen across a number of channels.
Here are a just a few examples:
●Company blog
●Company podcast
●Social media accounts
●Case studies
●Video testimonials
●Livestream events
BONUS TIP: Create an automated system that does some of the vetting for you. Embed a Typeform short questionnaire into your ‘work with us’ page that does some of the initial information gathering for you.
Then if they match what you’re looking for, use an automatic email sequence to take the first steps in scheduling a call with them.
A fresh marketing approach to can make a huge impact on the success of finding talented employees.
What is your brand doing to include content marketing in your employee recruitment?
Where can you push the envelope a bit and really take things to the next level?